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Denim 'fur' to hit the catwalk

Denim ‘fur’— not the real fur — is the latest fashion trend to be seen on catwalks. Fashion designer Tiziano Guardini in a joint venture with ISKO Creative Room is set to create the material, which has been manufactured using certified organic cotton and pre-consumer recycled cotton. The denim ‘fur’ doesn’t look like real fur, ISKO — the world’s largest producer of denim — is of the view that this new material can be used to enhance the look of apparel in the same way that real fur does. Fabio Di Liberto, brand director of ISKO, was reported to have said, “We believe that denim ‘fur’ can be a responsible, fun, hype and cruelty-free alternative to animal fur. Sustainability is a difficult concept, dynamic and multidimensional.

ISKO is working with its partners to raise awareness and to change the way people think about denim, within the industry but also with consumers.People on social media are all for the new cruelty-free material.

"I am so in love with the denim 'fur'. So creative and effective," someone posted on Instagram and shared by ISKO. Others say the designs are "very beautiful" and "wonderful".

Tiziano Guardini who is a strong believer in using sustainable materials explains, "I've always wanted to create fur alternatives and have in the past trialled a number of different looks - my first creation was made from pine needles! Western countries do not need to use animal furs but some fashion houses continue to do so. I'm hoping that by creating a sustainable alternative such as denim fur we will be able to show people that fur alternatives are just as beautiful and aesthetically pleasing as the real thing."